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  1. David Howlett 5 Oct 2016

    Some great points in the article. For me, the takeaway from Trump’s success is the importance of timing – so recognising when one trend is on the wane and its opposite is ready for success (or exploitation, depending on your point of view). Every trend has a counter-trend – so I safely predict that as healthy eating becomes the accepted norm there will always be a rapidly growing space for indulgent & unhealthy brands, directly countering the prevailing attitudes. It’s part of human nature for people to assert their identity through what they choose to follow and buy. When people are disaffected for any number of reasons, the barrier to choosing something more challenging and even socially acceptable becomes far lower.

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